Good news, fashion fans – Hussein-just-call-me-Chalayan is launching a diffusion line, Grey Label, that will act to deliver a dollop of his signature designs at a more affordable price point.

It’s an interesting choice of name, considering his experimental, avant garde designs, but it’ll offer glimpses of his trademark aesthetic with a more accessible accent – tailored jackets, trousers, skirts, knitwear, dresses, outerwear and accessories starting at €100 (£89).

“It has echoes of the main line, but it’s a bit more accessible,” says Chalayan. “Maybe you’ll see a sweatshirt interpretation of something that appeared on the runway.”

The collection is set to bow in September in the US, but in the meantime, the designer has something else he’d like to share – his name change (he’s now dropping his forename to become just Chalayan, reports Vogue UK).

“I had been thinking about it for a while, and I’m doing it mostly because I have a long name,” he explained. “Now people can focus on one word. On a graphic level, it’s much clearer and easier to remember.”

Noted.